A Conversation That Matters
When you’re ranked No.1 in the world for heritage architecture by Building Design’s WA100 for Heritage, you’re not just shaping buildings—you’re shaping culture. That’s why it was an honour to be invited to Purcell UK’s HQ in London to deliver my CPD talk, If Buildings Could Speak: What Would They Say?
With over 250 architects tuning in from across the UK, we explored the power of storytelling as a strategic tool in heritage-led regeneration. But this wasn’t just about buildings. It was about people, perception, purpose, and how an engaging narrative can turn a liability into a legacy.
The Buildings as Heroes
In this talk, we didn’t just analyse policy or process—we let the buildings take centre stage. Egyptian Halls, the Riviera Hotel, the Hoover Building—these weren’t just case studies—they were protagonists, each with a story to tell, a purpose to reclaim, and a future to fight for.
Delay, bureaucracy, and disengagement became the antagonists. Storytelling—the emotional, strategic kind that bridges communities, councils, and developers—was the tool to turn the tide.
Bridging Strategy and Soul
Through my two creative practices—The Brand Surgery and Made by Me by the Sea—I blend commercial strategy with emotionally charged visuals and narrative. It’s brain and heart working together to reposition heritage as an opportunity, not just history.
Purcell is already leading from the front—trusted to protect, conserve and revitalise some of the UK’s most historically significant places. My goal wasn’t to teach them how to do what they already do so well but to offer a complementary lens: storytelling as a lever for deeper engagement, faster decision-making, and more substantial stakeholder alignment.
As a former Vice Chair of Planning at Worthing Borough Council, I’ve seen firsthand how heritage decisions play out under pressure—from passionate objections to political compromise. That experience shapes how I approach stakeholder engagement and strategic storytelling today.
The genuine curiosity and openness in the room made the session so engaging. Nick de Klerk, Architect, Associate Partner, and head of Hotels and hospitality at Purcell Trustee Director, noted in advance, “I think you are pitching it exactly right, and your experience as a councillor and stakeholder, allied with your ability to visualise projects, will provide valuable insight.” That set the tone for an incredibly receptive and thoughtful audience.
Together, we explored how visual narrative and emotional resonance can:
- Shift public perception around contentious developments
- Motivate action from councils, funders, and private investors
- Add strategic value to planning proposals
The Frameworks We Explored
I shared two of my original tools designed to help teams make heritage projects not only successful but sustainable:
- THRIVE: A framework for repositioning buildings with transformation, history, reinvestment, innovation, vision, and engagement.
- BRIDGE: A model that links branding, regeneration, inclusion, design thinking, growth, and emotional connection.
Real-World Case Studies
We grounded these ideas in actual buildings with real challenges:
- Egyptian Halls, Glasgow: A majestic but deteriorating icon facing decades of delay. What happens when the public is brought in too late?
- Riviera Hotel, Weymouth: A seaside gem with heritage status but no apparent purpose. What would it say if it could speak?
- The Hoover Building: A success story of conversion and alignment with housing needs—proof that everyone wins when purpose and preservation align.
Why This CPD Talk Resonated with Purcell
Purcell’s architects care deeply about place and legacy. This session added fuel to that fire—inviting them to view storytelling not as an artistic flourish but as a strategic driver for heritage-led development.
We talked about how:
- Storytelling makes buildings emotionally investable
- Visuals and poems can translate planning language into public empathy
- Stakeholders act faster when they feel something
Where Do We Go From Here?
Storytelling can’t save a building on its own. But it can:
- Win hearts before planning battles begin
- Attract the right investors before sites slip further into decay
- Help architects, developers, and local councils align around a shared narrative of future use
This is what I mean when I say: “I don’t just create visuals. I create connections.”
Could This CPD Talk Add Value to Your Practice?
If your firm works on listed buildings, adaptive reuse, or stakeholder-heavy regeneration schemes, this CPD session could help you reframe how you position your work and engage your audiences.
It’s already helping firms like Purcell explore new ways to bring historic places back to life—with care, clarity, and conviction.
Interested in Booking This CPD Talk? Contact Vicky Vaughan to discuss availability, delivery formats, and how we can tailor the session to your team.
🌍 www.thebrandsurgery.co.uk | www.madebymebythesea.co.uk
I bring heritage buildings to life—through evocative illustration, strategic storytelling, and the insight of a former planning committee vice chair.
PS I’d love to talk if you’re a top-100 practice working in heritage, regeneration, or adaptive reuse. Let’s connect and explore how this CPD session can support your vision and help your projects thrive.
